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題名:購物網站顧客關係管理之研究-社會交換觀點與經濟交換觀點
作者:李淑芳 引用關係
作者(外文):Su-Fang Lee
校院名稱:大葉大學
系所名稱:管理研究所博士班
指導教授:紀文章
學位類別:博士
出版日期:2006
主題關鍵詞:社會交換 經濟交換 網路顧客關係管理 關係品質 關係式忠誠 交易式忠誠 Social ExchangeEconomic ExchangeInternet-mediated Customer Rela-tionship ManagementRelational LoyaltyTransactional Loyalt
原始連結:連回原系統網址new window
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先進網路資訊技術對於企業執行創新的顧客關係管理之資訊取得、擴散、顧客及市場資訊應用具有更大的能力,使企業能夠更便利地設計與執行回應顧客之相關過程。在網路購物的情境中,機智的網路顧客只要滑鼠點選之間不需費力,就可比較各購物網站,不僅方便而且也很有效力。要留住網路顧客,必須提高顧客對網站的滿意、信任、承諾,以及顧客對網站之忠誠度。
本研究使用AMOS軟體以線性結構模式來驗證理論模型,將滿意、信任、承諾、忠誠度以「社會交換」觀點與「經濟交換」觀點,來探討網路企業執行網路顧客關係管理(I-CRM)對顧客滿意、信任、承諾、忠誠度的影響。結果顯示I-CRM正向影響經濟關係品質與社會關係品質,關係品質正向影響忠誠度,同時也驗證不同觀點有不同的影響。本研究的貢獻在於網站執行I-CRM如何經由顧客互動的知覺影響顧客關係品質與忠誠度,並在網路情境從顧客觀點驗證I-CRM及兩觀點的忠誠度概念。
The cutting-edge networking technologies available today decade are now offering an unprecedented collection of powerful capabilities for businesses to implement innovative customer relationship management(CRM). These capabilities can greatly facilitate the acquisition, dissemination, and application of customer and market information. Never has it been more convenient for businesses to design and implement highly responsive customer-related processes. Comparison shopping involves not much more effort than just a little clicking around and is not only convenient but also powerful for savvy online customers. To be truly innovative in offering appealing customer value, therefore, businesses must develop a deep understanding of their customers by going beyond mere the notion of customer satisfaction and examining other important issues such as relationship commitment, trust, and loyalty in the context of online shopping.
This study analyzed the impacts of businesses’ Internet-mediated customer rela-tionship management (I-CRM )practices on customer satisfaction, commitment, trust and loyalty. The linear structural modeling analysis software AMOS was employed to validate the theoretical model from two distinct perspectives: social exchange and eco-nomic exchange. Among other findings, a positive impact of I-CRM practices on rela-tional quality was found for both perspectives. And relational quality positively im-pacted loyalty. Different degrees of some of these impacts from different perspectives were also identified. This study contributes to how websites’ I-CRM impacts online customers’ relational quality and loyalty with their perception interacting with the web-site. The inquiry is conducted to examine the concept of I-CRM from the consumers’ point of view, and to validate the signifance of the concept of I-CRM and loyalty from-two distinct perspectives for internet context.
丁學勤,(2003),公平性對通路關係品質影響之研究,國立成功大學企業管理研究所未出版之博士論文,131-140。new window
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